Using Zuko’s custom attributes

Zuko’s Form Analytics platform shows you where users struggle with your forms. Attributes and custom attributes let you segment our behavioural data into groups of users.

  • Built-in attributes are pieces of data that we capture on the user automatically, for example their device type or browser type.
  • Custom-attributes are pieces of data that you choose to push into Zuko.

Think of custom attributes as information you collect about your customers that can be used to identify interesting groups or segments and spot patterns of behaviour. You are likely already collecting these, and Zuko’s custom attributes allow you to explore these segments in our reports to see their effect on form behaviour.

Zuko gives you the power to go in-depth into how your users really interact with your forms or checkouts. You can deepen your understanding of your user behaviour by pushing custom attributes into Zuko. 

How custom attributes help

Segmenting data helps you link form behaviour problems to a group of users. For example, you may have a high drop-off rate on a field, and by using segmentation you find that mobile visitors who use Safari are struggling with it. Or you have a high return-to-field rate and segmentation shows that a specific PPC campaign is delivering users who struggle to complete your forms.

Organisations have their own ways of segmenting data; it could be by basket value, affiliate ID, or the service/product category. Our custom attributes allow you to push in this data, then segment your form behaviour data by the metrics that are important to you.

Examples of custom attributes:

  • Product / Service category – segment form behaviour based on what the customer is interested in.
  • UTM / Campaign data – look for issues and opportunities based on how the user found your site.
  • Country, Region or Language – isolate form issues based on where your customers are, and what language they use.
  • Form or Test variant – push the variant ID into Zuko so you can segment form behaviour by test.

Our built-in attributes

Zuko automatically adds two attributes to your forms:

  • Device type: Mobile, Desktop or Tablet
  • Browser Family: Chrome, Safari, Firefox etc.

Segmenting your data by device type can show you where your most problematic customer form experiences lie. You may notice specific fields on mobile devices have high abandonment vs other device types or that users return to fields more in a particular browser.

Where in the reporting interface are custom attributes?

Custom attributes appear in the filter list/dropdown on:

  • Form Aggregate reporting
  • Field Aggregate reporting
  • Session Explorer 
  • Segment Comparison

Here’s an example of custom attribute selection on the Form Aggregate report.

The filter box lists all the available attributes and values. You can add as many custom attributes into a filter as you like, on average our customers add a maximum of three attributes in a view.

How do custom attributes help you optimise forms?

Zuko helps you uncover issues in your forms. Issues are often related to groupings of users; for example, you may have an issue with your form UX on iOS devices within the Safari browser, or your users may be slowed down on Chrome because of autofill issues on Android. Custom attributes help you isolate segments of users that have issues.

In the Zuko Form Aggregate report you can see overall form metrics for specific custom attributes:

In Field Aggregate you can see an overview of the issues that a segment has. In the example below you can see where Chrome users struggle in your form. Marked in red are the three fields that account for the most abandonment, field time and field returns.

In Session Explorer you can see how abandoned sessions playout for your chosen custom attributes – users coming from different sources can behave very differently.

Finally in Segment Comparison you can compare segments side by side – with an interactive graph at the top that highlights key metrics, and a table below that breaks down behavioural data. This is a powerful way to find optimisation opportunities in your online forms, as it will show you the weakest customer segments. You can then go on to the main Form Aggregate and Field Aggregate reports to find out what causes that segment to suffer.

How do I start tracking custom attributes in Zuko?

Our documentation will guide you on how to add custom attributes. The code that you deploy will look something like this:

<script src=""></script>
      target: document.getElementById('checkout-form'),
      slug: 'checkout'
    .setAttribute('testing-variant-id', 'test13-inline-validation')

In the example the .setAttribute is used to store the variant ID of a UX test. The attribute key, or name, is “testing-variant-id” and the value being sent is “test13-inline-validation”.

A custom attribute consists of two strings which represent a key-value relationship. For example, key: marketing-source, value: google.
There are no limits on the number of custom attributes you can track.

Frequently Asked Questions

  • Can I track custom attributes that appear midway through a session (as opposed to at the start of session)? Yes, custom attributes can also be pushed into Zuko at any point during a session like if a user chooses a specific option when filling in your form e.g. if they add a specific discount code during the checkout process, or if they select a particular option from a drop-down that you would like to track. (An example is segmenting user behaviour based on their gender: a custom attribute is created when the user selects their title)
  • Do I have to be a developer to setup custom attributes in Zuko? No, a basic understanding of tag management will be helpful. Your account manager will assist you in setup custom attributes, and we’ll provide you with documentation so you can add your own without support.
  • Are there any standard attributes available in Zuko to get me started? Yes, every account has device type and browser family automatically added.
  • How many custom attributes can I add to Zuko? There are no limitations on the number of attributes you can add.
  • Do I have to be careful when naming my attributes, or sending values? Both the attribute key and value must not contain any spaces, use only alphanumeric characters and are limited to 85 characters long.

If you have any questions about how custom attributes can work for you or would like a demo of Zuko please get in touch 

Al Al is the CEO of Zuko, and one of the founders. He works with some of our key clients to help them get the best results, and he manages our agency partner program.